PR, or public relations, is essential to maintaining the public image, integrity and identity of a product, company or person (usually in the case of a celebrity). It is essential that this be done by someone that has the best interests of the person, product or organisation in mind, and who is familiar with the etiquette and roles that this job entails.
When attending events of any kind, the PR agent will be responsible for maintaining his or her own reputation as well as that of the person or product that they represent.
Here are some tips to conducting one’s self, while promoting your subject with the utmost integrity and professionalism:
- Remember that, while attending any event in your professional capacity, you are on the job. This requires that you act in the way that you would in any other corporate context. Never drink too much, speak too loudly or insult anyone.
- Your client is just that; your client. Do not be misled into thinking that, just because you are escorting them to a function, you are now friends or even their date. Keep your speech and conduct professional and mature at all times.
- You are not in a position to invite your friends or family to the event. Attending the functions is part of your job and should never be seen as an opportunity for you to party. Having them there will also likely distract you from your focus, which is to represent your client adequately.
- Never ever imply or explicitly state to anyone at the event that you are looking for a new job. This is unprofessional and inappropriate, not to mention embarrassing.
- Always carry your business card with you and actively seek out media contacts or industry professionals that may want to contact you for work in the future. This may require printing extra business cards in advance, as you do not want to run out halfway through the event.
- Remember to smile genuinely and make friendly conversation. You should be approachable and open, inviting others to interact with you more readily so that they can get to know your client or product better. This is, after all, your role – representing your client in the best light possible.
- Do not ask for autographs or request to have photographs taken with any other celebrities attending the event. This looks amateur and is inappropriate (for you, your client and the celebrity involved).
- Always treat publicists and media personnel in a polite, professional manner. Being rude or uncooperative is sure to earn you a bad reputation in the future.
- Dress appropriately for the event and for your role therein. Err on the side of being conservative, never wanting to appear outlandish in your attire. Very short dresses, overly high heels, tight trousers and plunging necklines must be avoided at all costs.
- Whether or not you are offered a gift bag or conference package, do not take one. These are for the event guests, not for those that are attending in a professional capacity.
Photo Credit: San Diego State University
